The Ledger
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Narayanan: Myntra ad experiments showed higher click-through rates for fair-skinned models
“And we ran an experiment where you actually look at click through rates long time ago, and you find that the click through rates are actually different. So purely economically, the click through rates on performance marketing were higher.”
Narayanan: E-commerce algorithms reward brand catalog width over inventory depth
“In general, online values width more than depth. The reason is purely algorithmic. What happens is you have 600,000 SKUs in a Myntra. Number of SKUs that are tagged to a same brand name is one weightage in an algorithm that basically then says you're a large b…”
Narayanan: Private brands grew to 30% of sales, driving Myntra's profitability
“And the private brand business of Myntra at the same time also went from seven, eight percent to call it almost 30%, which is what drove profitability. So we were among the most profitable pieces of the Flipkart ecosystem, not amongst, we were the most profita…”
Narayanan: Scaling on Myntra requires frequent drops to trigger freshness algorithms
“Myntra values freshness. Fresh stock. So new styles coming on all the time. Therefore, if you want to make Myntra your primary platform, you basically have to introduce more frequent drops and you have to get tagged to what's new.”
Deshpande: HRX succeeded through founder involvement and Myntra distribution
“I think HRX did a very good job because I think Hrithik was involved. I think the product was good. I think the distribution with Myntra was outstanding. They did such a good job with that.”
Narayanan: More than 30% of online fashion orders are returned
“30 plus percent of products in fashion get returned.”
Ananth Narayanan: Amazon is search-led while Myntra and Ajio are visibility-led
“There are two types of platforms. One is you go search for something and you get to a product. The other is you go browse for something and you get inspired to a product. So that's visibility-led. The other is search-led. Amazon is search-led. Myntra and AGO a…”